Overstock Trade Page
Overstock Trade: A loyalty program for Interior Design Professionals.
Overview
Overstock Trade is a program designed from the ground up with a targeted audience of Interior Design Professionals.
Before our MVP would launch, we needed a landing page that would provide users with an overview of the program's benefits, answer common questions, explain the sign-up process, and, more importantly, provide a way to sign-up for the program.
Team:
UX Product Designer (Josh)
Lead Product Designer
Project Manager
Front & Back-End Developers
Tools i used:
Figma
UserZoom
Asana
Impact
- Increased sign-up conversions
- Increased user engagement
- Legitimized Overstock Trade
Problem
With soft launch taking place late Q4 of 2022 with limited benefits and no official landing page. We knew we had a major area of opportunity to improve the user experience in time for MVP (Early Q1 of 2023) launch by creating a landing page that would represent the program.
Side note:
You may be wondering why we conducted a soft launch if it wasn't user-friendly…
As a new program at Overstock, we faced executive pressure to demonstrate the program's worth and start generating revenue quickly. However, we didn't have the time to invest in a landing page as we should have.
Goal
- Communicate the programs purpose and target audience
- Drives an increase in membership sign-ups
- Legitimizes the program
Solution
Research
Looking at our competitors, I wanted to understand the following:
- How they communicate their trade program.
- What keywords or buzzwords are they using.
- What sections are prioritized for the landing page.
- What benefits are they offering.
Competitive Research sources that I used for my findings:
Key Findings:
Ideation
Explore phase:
Using the competitive research I had done, I started exploring early concepts for the benefits page. With tight deadlines in mind, I jumped right into high-fidelity wireframes.
The designs were based on a mix of competitive visuals, Overstock’s design system, and new design visuals that were going to be Overstock Trade specific.
Key considerations for the page:
- Page is Informative
- Drives Member Sign-Ups
- Visually Clean
EARLY EXPLORATORY WIREFRAMES:
Below are early high-fidelity wireframes that I worked on and presented to my design lead.
NEXT STEPS:
Out of the three designs we felt that version two (middle wireframe) was strongest and we decided to proceed with this design as our initial iteration to present to the team.
Testing
I needed to test my design to understand if users get what the program is, what benefits they get, how to sign-up, and if they know what the design hub is.
To do this, I ran a unmoderated usability test in UserZoom with 100 participants with professional backgrounds.
Below are the questions, results, and outcomes from the test I did.
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PROBLEM STATEMENT:
Customers may not understand what Overstock Trade is and what the benefits of the program are.
HYPOTHESIS:
By providing customers with a single page explaining the benefits and promoting the program, we hope to see comprehension of what is included and what is required to sign up for Overstock Trade.
TEST OBJECTIVES:
Do customers understand what the Trade program is?
Do customers comprehend the benefits they will receive?
Will they understand what is required to sign up for the program?
Do they understand what the designer hub is and what the purpose of it is?
TEST DETAILS:
100 participants
80% Female | 20% Male
ANALYSIS OVERVIEW:
Majority of participants had an understanding that Overstock Trade is a free rewards program targeted for professionals. They also understand that they get exclusive benefits and rewards. As well as a platform for users to post their projects and attract new clients.
A minority of participants thought the trade program meant they could trade old items for new items. However, noting that our demographic for this program is generally familiar with the terminology that Trade includes interior designers and decorators.
Over 50% of participants understood what benefits are included and 80% of them understood how to sign up for the program.
The consensus is that the participants understood that the designer hub is to share products, projects, and to share that page with prospective customers.
MAIN TAKEAWAYS:
71% participants understood that you receive a 15% off discount
57% participants understood the program includes 60 day extended returns
52% understood that a free club O membership is included in the program
80% of participants understood the correct process for signing up to the trade program
33% of participants understood the designer hub as a space to share projects and designs.
UX RECOMENDATIONS:
The Trade Benefits page explains what Overstock Trade is, the benefits included, how to sign up, and what the designer hub is.
Based on the feedback received, we are recommending adding verbiage that better explains what Overstock Trade is and who is the intended audience. We will partner with marketing for the sentences.
Iterate
Analyzing user test results and trade team feedback, I identified opportunities for significant enhancements, which led to:
- A refined visual design that better aligned with the program.
- I partnered with our brand copy manager to enhance the messaging across the board. This brought clear verbiage solved confusion on who the program is for, what benefits trade members get, and how to apply.
- Added a section to visually explain what “Design Page” is.
Mobile version seen below:
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Design Pages on Overstock Trade allow members to showcase their latest interior design projects and feature Overstock products used in them, encouraging customers to shop for those items.
Sidenote:
While working on Overstock Trade Page, I was also working with my UX Lead and Marketing to complete our collaborative effort to define the program's branding using a mood board (seen below).
Testing
I made tremendous progress on the benefits page and I needed to validate my design with a new user test. Asking the same question as the last test I found:
- Test participants had an improved understanding of the program and who it was for.
- A slight improvement on understanding the benefits offered.
- Overall improved comprehension of the sign-up process.
- Less than ideal result for what a designer page is. *A key component here is that our test was performed with people in professional backgrounds, so may or may not have been Interior Designers.
See below for results:
-
PROBLEM STATEMENT:
Customers may not understand what Overstock Trade is and what the benefits of the program are.
HYPOTHESIS:
By providing customers with a single page explaining the benefits and promoting the program, we hope to see comprehension of what is included and what is required to sign up for Overstock Trade.
TEST OBJECTIVES:
Do no harm to the previous metrics while improving visuals.
Do customers understand what the Trade program is?
Do customers comprehend the benefits they will receive?
Will they understand what is required to sign up for the program?
Do they understand what the designer hub is and what the purpose of it is?
TEST DETAILS:
100 participants
80% Female | 20% Male
ANALYSIS OVERVIEW:
This iteration performed at roughly the same key metrics while improving comprehension on how to sign-up.
Majority of participants had an understanding that Overstock Trade is a free rewards program targeted for professionals. They also understand that they get exclusive benefits and rewards. As well as a platform for users to post their projects and attract new clients.
A minority of participants thought the trade program meant they could trade old items for new items. However, noting that our demographic for this program is generally familiar with the terminology that Trade includes interior designers and decorators.
The designer pages still are the hardest to comprehend across both test variants.
MAIN TAKEAWAYS:
56 participants understood what the Trade program was and who it is for vs 29 previous test 68% participants understood that you receive a 15% off discount vs 71% previous test
55% participants understood the program includes 60 day extended returns vs 57% previous test
53% understood that a free club O membership is included in the program vs 52% previous test
87% of participants understood the correct process for signing up to the trade program vs 80% previous test
32 participants understood the designer page as a space to share projects and designs vs 33 previous test
UX RECOMMENDATIONS:
These visual updates improve comprehension in some areas and don’t hurt it in others. We move forward with this version.
Move section headlines to be more in context to help with understanding what each area is about on mobile as well.
Handoff
We were ready to move forward with this design and I prepared the final deliverables.
Specifically I did the following:
- Created redlines to ensure pixel-perfect spacing, adhering to our 8px spacing standard.
- Provided all image assets, optimized for mobile, tablet, and desktop sizing breakpoints.
- Added annotations to clarify the destination of each button.
- Included visual representations of success and error states.
(Screenshot of file displayed below)
Post-Handoff
My developers sent me the first coded draft for quality assurance to identify and address any issues.
I sent my notes and findings back for corrections before the final draft, and the page launch in time the MPV Launch in early Q1 of 2023.
Conclusion
The addition of the Overstock Trade landing page not only brought a professional and credible look to the program but also successfully communicated its purpose and targeted audience.
Serving as a centralized hub for sign-ups, the page contributed to a notable increase in memberships, fulfilling our goals and greatly enhancing the overall experience for our members.
I'm thrilled to see the positive impact my work has had on Overstock Trade's success.
Challenges
Looking back, we should have established the program's branding before diving into designs, but due to the fast-paced program requirements, time was not on our side.
We should have also defined our feature naming conventions earlier to reduce the need for back-and-forth discussions. This would have also assisted in addressing the copy issues in the initial landing page iterations.
Final Design
Overstock has since rebranded as Bed Bath & Beyond, which occurred a few months after my time at Overstock ended.
The program is still running strong and has gained industry partners and is featured in several interior design articles.
Next Steps
- I created and launched a logged-in version of the benefits page, providing members with a central location for all relevant links and access to their Trade Specialist Customer Support team contact information.
- We added a video from an Overstock Interior Design influencer to introduce the program, enhancing its legitimacy (Which has since been removed, not confirmed, but my consensus is that is due to the rebranding from Overstock to Bed Bath & Beyond).
- We will implement a new on-screen sign-up form flow, eliminating the need to direct users to a Salesforce form.
- Interior Design endorsement partnerships would be added to the page as well.
Thank you for visiting!
Have questions, comments, or feedback? Feel free to reach out and contact me.